East Sydney Urbanism Project

City of Sydney 

2006 - 2015

The City of Sydney was facing months of unfriendly media coverage of its expensive upgrade to the urban amenity of Darlinghurst’s principal thoroughfare: Oxford Street. Retailers were out of sorts, the public had found other more interesting ways to walk to work and Westfield was promoting the uber-mall in proximity to Paddington. The City recognised there was a need to draw positive attention back to one of Sydney’s most important urban areas. 

Gorman/Birrell were asked to create a three month campaign focussing on what consumers could expect in the area, organised along the themes of shop, play, eat and party. Great outcomes in terms of increased foot traffic and increased visibility for businesses were achieved. Fast forward to 2015 and we are now developing our thinking around how the unprecedented concentration of creative industries in the Darlinghurst/Surry Hills/East Sydney precincts can be understood and developed to form a distinctive aspect of the City’s brand and communications in this precinct of the City of Sydney.